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7
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8
Innovation

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Recommendation

Managing your brands as an asset is one of those obvious management priorities that becomes less obvious under the pressure of quarterly earnings. To a great extent, however, short-term numbers depend on the long-term positioning of your brands. Take a look at your organization. Is branding relegated to a department in your marketing division? If so, chances are your brand is being managed as a marketing tool rather than a corporate asset. Because the brand is the living relationship you have with your customers, it is critical that branding be elevated as a corporate priority. This book will show you how. getAbstract recommends this excellent book to top executives looking to reposition a company’s brands, marketing professionals who have charge of branding strategies, and for anyone whose business relies on the power of your brands.

In this summary, you will learn

Why your brand is one of your company’s assets, not just a marketing tool;

Which brand has been valued at $47 billion; and

How to make your brand stand out from the 6,000 advertisements that customers encounter daily.

About the Author

Scott M. Davis is a former marketing and distribution manager at Procter & Gamble, and is managing director in the Chicago office of Prophet Brand Strategy. His work has been featured in the Wall Street Journal, Fortune, and USA Today. Davis is also an adjunct professor at Northwestern University’s Kellogg Graduate School of Management.

Summary

The Case of the White T-Shirt Imagine a white T-shirt that has never been worn. It is made of 100% highest quality cotton. How much will the T-shirt sell for? It could sell for $3 in a deep-discount store, or 10 times that much in a trendy, upscale boutique. How much the shirt sells for...